The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) predict that podcasting ad revenues in the US will hit $402 million this year. For comparison, PwC forecasts that US terrestrial radio ad revenues will reach $15.90 billion in 2018.

Katie Jokipii, senior manager of acquisition and mass media at Dollar Shave Club, spoke with eMarketer about the promises and limitations of podcast advertising.

What do you focus on when planning podcast campaigns?

We’re more selective around our podcasts and making sure our brand voice is in the right tone.

How do you utilize your agency for podcasting?

They are responsible for all of our audio buying so we’re really leaning on their expertise in understanding the marketplace and how the landscape changes year after year. They’re the ones that plan and buy. We’re helping inform that by briefing them on what our goals and objectives are.

Where is podcast measurement most lacking?

The attribution space isn’t where it should be. It’s not as advanced as other channels within our marking mix. We’re trying to work with publishers and our agency to push the needle there.

Have you noticed programmatic become a bigger part of how podcast inventory is bought and sold?

It’s starting to get there. It’s not something that we have necessarily done yet, but I know that capability is there.